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Journal of Consumer Research

Volume 48 · Issue 4

Dec 31, 202111 articles

A Framework of Brand Contestation: Toward Brand Antifragility

Daniel Dietrich · Cristel Antonia Russell

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Dec 31, 2021pp. 682-708DOI: 10.1093/jcr/ucab053 ↗

Building Brands for the Emerging Bicultural Market: The Appeal of Paradox Brands

Maria A Rodas · Deborah Roedder John · Carlos J Torelli

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Dec 31, 2021pp. 633-650DOI: 10.1093/jcr/ucab037 ↗

Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace

Verena E Wieser · Marius K Luedicke · Andrea Hemetsberger

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Dec 31, 2021pp. 731-751DOI: 10.1093/jcr/ucab035 ↗

Doing Relationship Work: A Theory of Change in Consumer–Brand Relationships

Claudio Alvarez · Danielle J Brick · Susan Fournier

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Dec 31, 2021pp. 610-632DOI: 10.1093/jcr/ucab022 ↗

Exposure to Brands Makes Preferential Decisions Easier

Ryan Rahinel · Ashley S Otto · Daniel M Grossman · Joshua J Clarkson

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Dec 31, 2021pp. 541-561DOI: 10.1093/jcr/ucab025 ↗

From Mix-and-Match to Head-to-Toe: How Brand Combinations Affect Observer Trust

Isabelle Engeler · Kate Barasz

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Dec 31, 2021pp. 562-585DOI: 10.1093/jcr/ucab041 ↗

How Brands Craft National Identity

Michael B Beverland · Giana M Eckhardt · Sean Sands · Avi Shankar

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Dec 31, 2021pp. 586-609DOI: 10.1093/jcr/ucaa062 ↗

One Brand, Many Trajectories: Narrative Navigation in Transmedia

Stephanie Feiereisen · Dina Rasolofoarison · Cristel Antonia Russell · Hope Jensen Schau

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Dec 31, 2021pp. 651-681DOI: 10.1093/jcr/ucaa046 ↗

The Curse of the Original: How and When Heritage Branding Reduces Consumer Evaluations of Enhanced Products

Minju Han · George E Newman · Rosanna K Smith · Ravi Dhar

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Dec 31, 2021pp. 709-730DOI: 10.1093/jcr/ucab028 ↗

The Future of Brands and Branding: An Essay on Multiplicity, Heterogeneity, and Integration

Kevin Lane Keller

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Dec 31, 2021pp. 527-540DOI: 10.1093/jcr/ucab063 ↗

Three Themes for the Future of Brands in a Changing Consumer Marketplace

Margaret C Campbell · Linda L Price

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Dec 31, 2021pp. 517-526DOI: 10.1093/jcr/ucab060 ↗